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( Source: Author's synthesis )
3.1.2. Staff and teachers
From 2009 to 2017, the Education sector of Thai Nguyen city has effectively implemented the building of the city's teaching staff and educational management staff in the direction of improving quality and standardizing the team. The sector has well implemented the policy in the spirit of the Resolution of the 17th Thai Nguyen Provincial Party Congress, which clearly stated the need to conduct training and fostering to improve the quality of teaching staff and education at all levels according to Directive No. 40-CT/TW of the Central Party Secretariat.
The City Education Sector has been and continues to focus on implementing the Project on building and improving the quality of teachers and educational managers in Thai Nguyen province, issued together with Decision No. 170/QD-UBND dated January 20, 2006 of the Provincial People's Committee. Accordingly, the sector focuses on implementing the following objectives:
Firstly, there are enough teachers and educational administrators to meet the requirements of educational development in the province and the requirements of general education reform.
Second, balance the structure of the team, types of cadres, teachers, and employees at all levels, grades, and fields of study. Focus on training music teachers,
Fine arts, technology, information technology for junior high school level, teachers of national defense education for high school level. Training of library and laboratory staff for all schools.
Third, standardize and raise standards in training qualifications, with the goal of 100% of junior high school teachers meeting standards and 40% above standards.
Fourth, 100% of teachers are regularly trained periodically to update new professional knowledge, 100% of educational managers are trained in educational management skills.
Fifth, consolidate and develop continuing education centers, comprehensive technical and career guidance centers, 100% of general vocational teachers are standardized in qualifications and trained in new technology knowledge.
Sixth, deploy the approved plan to implement the Socialized Education Project.
Seventh, 100% of schools and educational institutions have Party cells, and the majority of Party cells have achieved the status of clean and strong Party cells and Party cells. The percentage of Party members among teachers and educational managers in the entire sector must reach 45% or more, of which 100% of those holding leadership positions must be Party members.
In order to successfully achieve the above objectives, to standardize the teaching staff and educational management team of the City, ensuring sufficient quantity and balanced structure to meet the requirements of the new period. Implementing the policies of the Central, the Provincial Party Committee and the Thai Nguyen City Party Committee, the City Education sector has done a good job in personnel work:
Recruitment prioritizes recruiting people with good political and moral qualities, good expertise and professionalism. Accepting cadres and teachers who have achieved excellent titles at provincial and national levels in provincial and national competitions and festivals to work in their localities.
The city rotates and transfers cadres and teachers between secondary schools according to work requirements, overcoming the imbalance in development between schools.
The appointment of cadres and teachers is strictly implemented according to the regulations of the Party, the State, and the regulations of the Ministry of Education and Training. 100 leaders and managers of secondary schools in the area are party members, with expertise, professional skills, and political theory that meet the requirements of the task.
The training and development of cadres and teachers is focused and concerned. Every year, the City Education Department develops plans and organizes training courses to strengthen skills, expertise, and update new knowledge... As a result, from 2011 to present, 100% of the City's secondary school teachers have met the standards.
Table 3.4. Number of qualified secondary school teachers in the city over some school years 2010-2017
School year 2010-2011 | School year 2015-2016 | School year 2016-2017 | School year 2017-2018 | |
Total number of teachers | 1025 | 1112 | 1112 | 1113 |
Number of qualified teachers | 1012 | 1112 | 1112 | 1113 |
Public | 1012 | 1112 | 1112 | 1113 |
Non-public | ||||
Standard rate % | 98.7 | 100 | 100 | 100 |
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Management of capacity building for organizing experiential activities for secondary school teachers in Thai Nguyen city, Thai Nguyen province to meet the new general education program - 1 -
Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Current Status of Directing the Implementation of School Psychological Counseling Capacity Development Activities for Teachers in Secondary Schools in Mong Cai City, Province -
Evaluation of the Investigation Subject on the Form of Training for School Psychological Counseling Capacity for Teachers in Secondary Schools in Mong Cai City, -
Managing experiential activities of students at Nam Son Secondary School, Bac Ninh City according to the orientation of the new general education program - 2
( Source: Department of Education and Training of Thai Nguyen city )
Thus, it can be affirmed that the team of cadres and teachers meeting the standards of the City's secondary school level fully meets the criteria in the 6 professional standards for teachers stipulated in Circular No. 30/2009/TT-BGDDT dated October 22, 2009 of the Ministry of Education and Training promulgating regulations on professional standards for secondary school teachers and high school teachers, specifically:
1. Standards of political quality, ethics, and lifestyle.
2. Standards on the ability to understand the subject and educational environment.
3. Standards on teaching capacity.
4. Standards on educational capacity.
5. Standards on capacity for socio-political activities.
6. Standards on career development capacity.
During the process of evaluating and classifying teachers according to standards, strictly follow the requirements of evaluation and classification, evaluation and classification methods and evaluation and classification processes according to regulations.
In addition to maintaining the results of meeting the standards of cadres and teachers, the City's Education sector also constantly pays attention to the work of building and developing a team of cadres and secondary school teachers above the standards:

Chart 3.1. Percentage of teachers meeting or exceeding standards over a number of school years
( Source: Department of Education and Training of Thai Nguyen city )
The education management team and teachers are increasingly equal in terms of professional qualifications as well as political theory. With the result of 100% of teachers meeting the standards and the above-standard rate over the school years 2010-2011 reached 58.9%, 2015-2016 reached 82%, 2016-2017 reached 85%, 2017-2018 reached 88.4% as above shows us the results of the development in the work of building the secondary education team of the City. To achieve that result, the City Education sector has regularly proactively advised the City Party Committee, the City People's Committee, the Provincial Department of Education and Training to effectively implement the following contents:
The team of teachers and education managers are regularly reviewed and arranged in appropriate organizational structures and job positions; plans are developed to train and foster a team of cadres, civil servants and public employees with high moral qualities, working capacity, sense of responsibility and professionalism; the recruitment, training, use, appointment, evaluation and classification of cadres, civil servants and public employees are innovated to ensure sufficient capacity, qualities and prestige to meet the requirements of the assigned tasks.
Carry out well the work of Party building, strengthen discipline and order for cadres, civil servants and public employees in implementing tasks. Enhance the responsibility of leaders in implementing discipline and order in public service of the unit. Carry out well the internal ideological and political work in the school unit.
Ensuring the rights, benefits and policies of teachers and educational managers such as strictly implementing the Government's Decrees and Circulars such as: Decree No. 61/ND-CP on salary increase, consideration of attraction allowances, position allowances, transfer of teacher code, settlement of retirement regimes, support for cadres and teachers to study for Masters and PhDs; Decree No. 132/2007/ND-CP dated September 4, 2007 on staff streamlining policy...
The Department of Education and Training of Thai Nguyen City has well performed its functions, tasks, powers and organizational structure as stipulated in Circular No. 35/2008/TTLT-BGD&DT-BNV dated July 14, 2008; regularly consulted and developed plans for the Department of Education and Training of the province, and the People's Committee of Thai Nguyen City to pay attention to approving and creating conditions for cadres and teachers at all levels to attend training courses, upgrade standards, and complete according to the requirements of the professional title standards in accordance with regulations.
The Education Department of Thai Nguyen City has taken many measures to gather excellent and experienced teachers to research and propose many solutions to improve teaching quality and innovate teaching methods according to each level.
The level of students' learning, making students interested in learning, making efforts to overcome difficulties in learning to achieve good results. Thereby improving training efficiency, preventing repetition, effectively preventing dropouts, maintaining the number of students in each class. Thereby, the graduation rate and training efficiency increase every year. The graduation rate at secondary school is always over 98%.
The increasing number of students attending secondary schools is also a factor requiring the City's Education Department to pay attention to training and fostering a team of secondary school staff and teachers to be able to meet the learning needs of the city's children.
Table 3.6. Number of secondary school students in the city over a number of school years
STT
Secondary School Students | School year 2010-2011 | School year 2013-2014 | School year 2017-2018 | |
1 | Total | 13391 | 14370 | 16738 |
2 | Public | 13391 | 14370 | 16738 |
3 | Non-public |
( Source: Department of Education and Training of Thai Nguyen city )
3.2. Teaching facilities and equipment
Since 2009, the City Department of Education and Training has actively advised the City People's Committee to effectively implement directive documents from higher levels such as: Decision No. 20/2008/QD-TTg dated February 1, 2008 of the Prime Minister on approving the Project on Consolidation of Schools, Classrooms and Official Houses for Teachers in the period 2008-2012; Decision No. 1625/QD-TTg dated September 11, 2014 of the Prime Minister approving the Project on Consolidation of Schools, Classrooms and Official Houses for Teachers in the period 2014-2015 and roadmap to 2020; Plan No. 09/KH-UBND dated April 25, 2008 of the People's Committee of Thai Nguyen province on approving the Project on Consolidation of Schools, Classrooms and Official Houses for Teachers in the period 2008-2012; Decision No. 1709/QD-UBND dated July 30, 2008 on approving the list of schools and classrooms to be invested in solid construction in the phase
period 2008-2012 Thai Nguyen province...; Education development projects of Thai Nguyen city in the periods 2006-2010; 2011-2015; 2016-2020.
With the attention of the Government, Provincial Party Committee, Provincial People's Council, Provincial People's Committee, Provincial Department of Education and Training; Thai Nguyen City Party Committee, Thai Nguyen City People's Committee in implementing the Project on consolidating schools, classrooms and public housing for teachers in the period of 2008-2012, the Education sector of Thai Nguyen City has promoted the achieved results, made efforts to complete the approved investment projects, focusing on building facilities and teaching equipment in the direction of standardization, diversification and meeting national standards, specifically:
The total approved project for the period 2008-2012 of Thai Nguyen City is 368 classrooms, 1,242 m2 of public housing for teachers. Implementing the direction from the superior, the Education Department of Thai Nguyen City has directed the subordinate secondary schools to coordinate with the Party committees and local authorities where the schools are located to seriously and make efforts to organize the implementation of the project.
Every year, the targets set out in the Project are implemented faster than required. In 2008 and 2009, the assigned plan was 212 classrooms, 707 m2 of public housing for teachers with a total investment capital of 26,750 million VND. The City Education Department has implemented 223 classrooms, reaching 105.19% of the plan, the completion rate compared to the entire project is 60.6%; 846 m2 of public housing for teachers, reaching 119.66% of the plan and 68.12% of the completion rate compared to the entire project; the total disbursed capital is 26,750 million VND, reaching 100%) [18].
Although the implementation of the Project to consolidate schools, classrooms and public housing for teachers in the period 2008-2012 was completed by Thai Nguyen city 1 year ahead of schedule, as of 2013, there were still 36 unfinished secondary school classrooms due to lack of capital for completion [22, p. 2].
In the period of 2014-2015, the secondary school continued to solidify and build 22 new classrooms with a total approved investment capital of 7,380 million VND.
(In which: Government bond capital: 5,680 million VND; other budget: 1,700 million VND). 558 m2 of public housing for teachers was built with a capital of 100 million VND [22]. As a result of the 2015-2016 school year, the existing solidified buildings at Thai Nguyen city's secondary schools were 306 classrooms, 111 subject classrooms, 87 study rooms and 210 administrative rooms, 95 toilets of all kinds.
With the list of approved additional projects and works, the Department of Education and Training of Thai Nguyen city advised and proposed that the Party committees and authorities at all levels approve a budget of 36,960 million VND to continue implementing the Project to solidify schools, classrooms and public housing for teachers, of which 5,040 million VND is invested in the city's secondary schools [23].
The City Department of Education and Training has been proactive in supervising and managing the construction quality of projects in accordance with regulations; implementing investment and disbursement on schedule, achieving quality, meeting requirements for use and settling investment capital immediately upon putting into use. Focusing on mobilizing and integrating many other resources inside and outside the State budget to implement projects.
Thus, by 2015, 100% of secondary schools in Thai Nguyen city had solidified schools, classrooms and teachers' houses. 100% of secondary schools no longer had temporary classrooms or grade 4 classrooms and had solidified high-rise buildings. The success in solidifying schools, classrooms and teachers' houses in Thai Nguyen city has created conditions for the Provincial People's Committee to allocate and prioritize funding for solidifying schools, classrooms and teachers' houses in other localities with many difficulties in the province such as: Vo Nhai district, Dinh Hoa district, Dai Tu district, Dong Hy district, Phu Binh district, Phu Luong district.
The construction of modern facilities that meet national standards has been approved by the Department of Education and Training of Thai Nguyen province and the Department of Education and Training.


![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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